Google AdWords

Chapter 3. Account Structure

How AdWords Accounts Are Organized

This chapter explains AdWords account structure and illustrates how important structure is to the success of your campaigns. All AdWords accounts are organized on three levels: account, campaign, and ad group, shown in Figure 3-1.

Figure 3-1. AdWords account structure

After you create an AdWords account, a setup wizard walks you through the first campaign and ad group. Going forward, it’s important to understand the difference between them. Campaigns control settings, including the daily budget, the networks where ads display, geographic targets, and the like. Chapter 5 explains campaign settings in detail.

Ad groups fall within campaigns, and the campaign settings apply to all ad groups within a campaign. Ad groups contain the ads, keywords, and they designate the maximum amount you are willing to pay for a click (the max CPC bid). To recap:

Account level

Controls administrative information, such as account access and billing.

Campaign level

Campaigns specify settings that apply to all ad groups within them.

Ad group level

Ad groups contain keywords, ads, websites (placements) that ads appear on, and bids (the maximum you’re willing to pay for an ad click).

Default account limits are as follows:

• 10,000 campaigns (this includes active and paused campaigns)

• 20,000 ad groups per campaign

• 5,000 keywords per ad group (this includes negative ...